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European Forum 

European Forum Alpbach was established in 1945 by intellectuals who wanted to co-create the future and not only follow the changes. Today the Forum is one of the main European events that gathers the leading experts and decision-makers from academia, politics, culture, and civil society.

Often, we take for granted that the technology will solve all the challenges and forget that it is on us, people, to drive the process. The big question is how do we want to organize our society.


European Forum Alpbach is an interdisciplinary platform where 5.000 participants from 90 countries are engaging in discussions on science, economy, politics and culture of current issues and our future. It hosts global leaders and decisions makers of the world.

In 2018 the president of Slovenia Borut Pahor was invited to speak and Tomi Ilijaš and Dr. Urška Starc-Peceny met with him in order to present the initiative of Tourism 4.0. Borut Pahor expressed his support pointing out that this is a unique opportunity that Slovenia should not miss. You can read more about it here (in Slovene).

As we are a part of the global community that is trying to co-create the positive change in our future, we were delighted to contribute to the discussions at the Forum. Tourism 4.0 Partnership was invited to speak at a so-called fireside talk organized in cooperation with the Club Alpbach Senza Confini, where we brainstormed with students and young professionals from all over the globe about ideas related to tourism 4.0, such as how to use the advanced e-vouchers to motivate tourist to travel more sustainably, and how can AI enable travel recommendations that are not based solely on past preferences but suggest novel experiences promoting the discovery of the tourist destination etc. Arctur team had participated in many other inspiring debates, namely at the fireside talk on Fostering Innovation and Collaboration in Space Hi-tech and the Alpe-Adria reception that hosted a workshop on entrepreneurship in the region. Dr. Vesna Kuralt, who is the president of the club and a member of Arctur’s research team will continue to connect Tourism 4.0 with the Alpbach community and their ideas of the tourism of the future.   

What to learn more?